Japan’s Thriving Secondhand Market: A New Frontier in Sustainable Retail

Explosive Growth Driven by New Consumer Trends

In recent years, Japan’s secondhand market has seen explosive growth, reflecting a fundamental shift in consumer behavior. According to market surveys, the secondhand market grew from 2.4 trillion yen in 2020 to surpass 3.1 trillion yen in 2023. Forecasts indicate that by 2025, this market could reach between 3.25 to 3.5 trillion yen, with potential expansion to 4 trillion yen by 2030.

Key Drivers of Market Expansion

This remarkable growth is attributed to several factors, including the widespread adoption of consumer-to-consumer (CtoC) trading platforms such as Mercari and Yahoo Auctions, the emergence of specialized secondhand retail chains, and innovative technologies like AI-driven valuation, data analytics, and Online Merge Offline (OMO) business models. Additionally, rising inflation and economic uncertainties have heightened consumer cost-consciousness, further fueling demand for affordable, quality secondhand goods.

Transition from Niche to Mainstream

Major retailers, including prominent department store chains like Mitsukoshi Isetan, have begun embracing the secondhand market. This shift represents a fundamental repositioning of secondhand goods from previously…